Pengaruh Brand Awareness, Brand Association, Perceived Quality, Brand Image, Brand Loyalty dan Brand Equity Terhadap Repurchase Intention Pada Produk Miniso
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Abstract
This research aims to analyze the influence of brand awareness, brand association, perceived quality, brand image, brand loyalty, and brand equity on repurchase intention on miniso products. Data was collected through a survey with 193 respondents from distributing online quitionnaires. Respondents from this study who were domiciled in Indonesia, at least 17 years old, and have purchased Miniso product at least twice within the past year. This research uses a Structural Equation Modelling (SEM) approach. The Analysis of Moments Structures (AMOS) program was used to carry out data analysis. The results of this research show that brand awareness has an insignificant effect on brand equity, brand association has an insignificant effect on brand equity, perceived quality has a positive and significant effect on brand equity, brand image insignificant effect on brand equity, brand loyalty has a positive and significant effect on brand equity, and brand equity has a positive and significant effect on repurchase intention. This study concludes that perceived quality and brand loyalty are the key dimensions supporting brand equity in increasing repurchase intention toward Miniso products.
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How to Cite
Nurita, A. R., & Secapramana, L. V. H. (2025). Pengaruh Brand Awareness, Brand Association, Perceived Quality, Brand Image, Brand Loyalty dan Brand Equity Terhadap Repurchase Intention Pada Produk Miniso. ProBisnis : Jurnal Manajemen, 16(06), 3044–3056. Retrieved from https://ejournal.joninstitute.org/index.php/ProBisnis/article/view/1337
References
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Altaf, M., Iqbal, N., Sany, S. S., & Sial, M. H. (2017). Managing consumer-based brand equity through brand experience in Islamic banking. Journal of Islamic Marketing, 8(2), 218–242. https://doi.org/10.1108/JIMA-07-2015-0048
Alvarez, D. M., & Rubiyanti, R. N. (2021). Pengaruh Brand Awareness, Perceived Quality, Dan Brand Loyalty Terhadap Keputusan Pembelian Berulang (Studi Dilakukan Pada Konsumen Produk Eiger Di Kota Bandung).
Antwi, S. (2021). “I just like this e-Retailer”: Understanding online consumers repurchase intention from relationship quality perspective. Journal of Retailing and Consumer Services, 61(March), 102568. https://doi.org/10.1016/j.jretconser.2021.102568
Appiah-Nimo, K., Muthambi, A., & Devey, R. (2023). Consumer-based brand equity of South African luxury fashion brands. Journal of Fashion Marketing and Management. https://doi.org/10.1108/JFMM-10-2021-0277
Brendan, O., Nim, E., & Manajemen, J. (2017). PENGARUH CITRA MEREK, DAN PERSEPSI KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI LOYALITAS MEREK (Studi pada Riez Palace Hotel Tegal) SKRIPSI Untuk Memperoleh Gelar Sarjana Ekonomi pada Universitas Negeri Semarang.
Eni. (1967). PERILAKU KONSUMEN DALAM MEMBELI PRODUK SAYUR ORGANIK PASAR MODERN DI KOTA MALANG. Angewandte Chemie International Edition, 6(11), 951–952., Mi, 5–24.
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Francioni, B., Curina, I., Hegner, S. M., Cioppi, M., & Pencarelli, T. (2022). Managing brand equity in the brewing sector. British Food Journal, 124(13), 501–519. https://doi.org/10.1108/BFJ-10-2021-1160
Guha, S., Mandal, A., & Kujur, F. (2021). The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India. Journal of Research in Marketing and Entrepreneurship, 23(2), 339–364. https://doi.org/10.1108/JRME-07-2020-0097
Hair, Joseph, Black, William, Babim, Barry, Anderson, R. (2012). M ULTIVARIATE Overview of Multivariate Methods.
Huerta-Álvarez, R., Cambra-Fierro, J. J., & Fuentes-Blasco, M. (2020). The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy. Journal of Destination Marketing and Management,
Manansala, G., Arasanmi, C. N., & Ojo, A. O. (2022). Does customer’s perception of ethicality influence brand affect, image and equity in the banking sector. International Journal of Ethics and Systems. https://doi.org/10.1108/IJOES-05-2022-0112
McWilliam, G. (1993). Managing brand equity: Capitalizing on the value of a brand name. International Journal of Research in Marketing, 10(1), 105. https://doi.org/10.1016/0167-8116(93)90037-y
Nag, A. K., & Gilitwala, B. (2022). Understanding effective factors affecting brand equity. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2104431
Nguyen, H. K. T., Tran, P. T. K., & Tran, V. T. (2023). The relationships among social media communication, brand equity and satisfaction in a tourism destination: the case of Danang city, Vietnam. Journal of Hospitality and Tourism Insights. https://doi.org/10.1108/JHTI-11-2022-0567
Park, J. A., Sung, J. M., Son, J. M., Na, K., & Kim, S. K. (2019). Athletes’ brand equity, spectator satisfaction, and behavioral intentions. Asia Pacific Journal of Marketing and Logistics, 31(2), 541–558. https://doi.org/10.1108/APJML-05-2018-0176
Raden Bagus Faizal Irany, S., Ni Luh Ariningsih, S., & Wayan, S. (2018). Purchase Intention Pada Produk Bank Syariah Ditinjau Dari Brand Awareness Dan Brand Image Dengan Trust Sebagai Variabel Mediasi. Mix Jurnal Ilmiah Manajemen, 8(3), 562.
Rizwan, S., Al-Malkawi, H. A., Gadar, K., Sentosa, I., & Abdullah, N. (2021). Impact of brand equity on purchase intentions: empirical evidence from the health takāful industry of the United Arab Emirates. ISRA International Journal of Islamic Finance, 13(3), 349–365. https://doi.org/10.1108/IJIF-07-2019-0105
Rodrigues, P., Pinto Borges, A., & Sousa, A. (2022). Authenticity as an antecedent of brand image in a positive emotional consumer relationship: the case of craft beer brands. EuroMed Journal of Business, 17(4), 634–651. https://doi.org/10.1108/EMJB-03-2021-0041
Tarmedi, E., & Asri, P. N. (2009). Pengaruh Perceived Quality Dari Brand Equity Terhadap Keputusan Pembelian Deterjen Bukrim (Survei pada Konsumen di Giant Supermarket, Griya Setyabudhi, dan Isola Swalayan Di Bandung). Strategic : Jurnal Pendidikan Manajemen Bisnis, 9(1), 35. https://doi.org/10.17509/strategic.v9i1.1057
Tran, V. T., Nguyen, N. P., Tran, P. T. K., Tran, T. N., & Huynh, T. T. P. (2019). Brand equity in a tourism destination: a case study of domestic tourists in Hoi An city, Vietnam. Tourism Review, 74(3), 704–720. https://doi.org/10.1108/TR-08-2017-0130
Utami, I. W., Duta, U., & Surakarta, B. (2021). K o n s u m e n p e r i l a k u perilaku konsumen indah wahyu utami (Issue June).
Widyaningrum, M. A., & Musadad, A. (2021). Pengaruh Citra Merek dan Kemasan Terhadap Minat Beli Produk Garnier. JMB : Jurnal Manajemen Dan Bisnis, 10(2), 439–448. https://doi.org/10.31000/jmb.v10i2.5021
Yelvita, F. S. (2022). Analisis Pengaruh Elemen Ekuitas Merek Terhadap Minat Beli Konsumen Teh Dalam Kemasan Teh Sosro.
Altaf, M., Iqbal, N., Sany, S. S., & Sial, M. H. (2017). Managing consumer-based brand equity through brand experience in Islamic banking. Journal of Islamic Marketing, 8(2), 218–242. https://doi.org/10.1108/JIMA-07-2015-0048
Alvarez, D. M., & Rubiyanti, R. N. (2021). Pengaruh Brand Awareness, Perceived Quality, Dan Brand Loyalty Terhadap Keputusan Pembelian Berulang (Studi Dilakukan Pada Konsumen Produk Eiger Di Kota Bandung).
Antwi, S. (2021). “I just like this e-Retailer”: Understanding online consumers repurchase intention from relationship quality perspective. Journal of Retailing and Consumer Services, 61(March), 102568. https://doi.org/10.1016/j.jretconser.2021.102568
Appiah-Nimo, K., Muthambi, A., & Devey, R. (2023). Consumer-based brand equity of South African luxury fashion brands. Journal of Fashion Marketing and Management. https://doi.org/10.1108/JFMM-10-2021-0277
Brendan, O., Nim, E., & Manajemen, J. (2017). PENGARUH CITRA MEREK, DAN PERSEPSI KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI LOYALITAS MEREK (Studi pada Riez Palace Hotel Tegal) SKRIPSI Untuk Memperoleh Gelar Sarjana Ekonomi pada Universitas Negeri Semarang.
Eni. (1967). PERILAKU KONSUMEN DALAM MEMBELI PRODUK SAYUR ORGANIK PASAR MODERN DI KOTA MALANG. Angewandte Chemie International Edition, 6(11), 951–952., Mi, 5–24.
F, A. M. A., & Arhan. (2021). ENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK MINISO DI KOTA MAKASSAR (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Hasanuddin).
Fauziah, N., & Aziz Mubarok, D. A. (2019). Pengaruh Citra Merek Terhadap Minat Beli : Studi Pada Produk Kecantikan. Image : Jurnal Riset Manajemen, 8(1), 37–44. https://doi.org/10.17509/image.v8i1.22686
Francioni, B., Curina, I., Hegner, S. M., Cioppi, M., & Pencarelli, T. (2022). Managing brand equity in the brewing sector. British Food Journal, 124(13), 501–519. https://doi.org/10.1108/BFJ-10-2021-1160
Guha, S., Mandal, A., & Kujur, F. (2021). The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India. Journal of Research in Marketing and Entrepreneurship, 23(2), 339–364. https://doi.org/10.1108/JRME-07-2020-0097
Hair, Joseph, Black, William, Babim, Barry, Anderson, R. (2012). M ULTIVARIATE Overview of Multivariate Methods.
Huerta-Álvarez, R., Cambra-Fierro, J. J., & Fuentes-Blasco, M. (2020). The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy. Journal of Destination Marketing and Management,
Manansala, G., Arasanmi, C. N., & Ojo, A. O. (2022). Does customer’s perception of ethicality influence brand affect, image and equity in the banking sector. International Journal of Ethics and Systems. https://doi.org/10.1108/IJOES-05-2022-0112
McWilliam, G. (1993). Managing brand equity: Capitalizing on the value of a brand name. International Journal of Research in Marketing, 10(1), 105. https://doi.org/10.1016/0167-8116(93)90037-y
Nag, A. K., & Gilitwala, B. (2022). Understanding effective factors affecting brand equity. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2104431
Nguyen, H. K. T., Tran, P. T. K., & Tran, V. T. (2023). The relationships among social media communication, brand equity and satisfaction in a tourism destination: the case of Danang city, Vietnam. Journal of Hospitality and Tourism Insights. https://doi.org/10.1108/JHTI-11-2022-0567
Park, J. A., Sung, J. M., Son, J. M., Na, K., & Kim, S. K. (2019). Athletes’ brand equity, spectator satisfaction, and behavioral intentions. Asia Pacific Journal of Marketing and Logistics, 31(2), 541–558. https://doi.org/10.1108/APJML-05-2018-0176
Raden Bagus Faizal Irany, S., Ni Luh Ariningsih, S., & Wayan, S. (2018). Purchase Intention Pada Produk Bank Syariah Ditinjau Dari Brand Awareness Dan Brand Image Dengan Trust Sebagai Variabel Mediasi. Mix Jurnal Ilmiah Manajemen, 8(3), 562.
Rizwan, S., Al-Malkawi, H. A., Gadar, K., Sentosa, I., & Abdullah, N. (2021). Impact of brand equity on purchase intentions: empirical evidence from the health takāful industry of the United Arab Emirates. ISRA International Journal of Islamic Finance, 13(3), 349–365. https://doi.org/10.1108/IJIF-07-2019-0105
Rodrigues, P., Pinto Borges, A., & Sousa, A. (2022). Authenticity as an antecedent of brand image in a positive emotional consumer relationship: the case of craft beer brands. EuroMed Journal of Business, 17(4), 634–651. https://doi.org/10.1108/EMJB-03-2021-0041
Tarmedi, E., & Asri, P. N. (2009). Pengaruh Perceived Quality Dari Brand Equity Terhadap Keputusan Pembelian Deterjen Bukrim (Survei pada Konsumen di Giant Supermarket, Griya Setyabudhi, dan Isola Swalayan Di Bandung). Strategic : Jurnal Pendidikan Manajemen Bisnis, 9(1), 35. https://doi.org/10.17509/strategic.v9i1.1057
Tran, V. T., Nguyen, N. P., Tran, P. T. K., Tran, T. N., & Huynh, T. T. P. (2019). Brand equity in a tourism destination: a case study of domestic tourists in Hoi An city, Vietnam. Tourism Review, 74(3), 704–720. https://doi.org/10.1108/TR-08-2017-0130
Utami, I. W., Duta, U., & Surakarta, B. (2021). K o n s u m e n p e r i l a k u perilaku konsumen indah wahyu utami (Issue June).
Widyaningrum, M. A., & Musadad, A. (2021). Pengaruh Citra Merek dan Kemasan Terhadap Minat Beli Produk Garnier. JMB : Jurnal Manajemen Dan Bisnis, 10(2), 439–448. https://doi.org/10.31000/jmb.v10i2.5021
Yelvita, F. S. (2022). Analisis Pengaruh Elemen Ekuitas Merek Terhadap Minat Beli Konsumen Teh Dalam Kemasan Teh Sosro.